The City of Maple Ridge is looking to spruce up its image.
The municipality issued a tendering document this week with a May 12 deadline for branding consultants and firms to apply. It said the successful contractor’s duty will be to “propose an implementation plan and budget to address the findings.”
“The objective of the brand review is to ensure that Maple Ridge’s brand reflects the core values and aspirations of City and to assess the degree to which the brand receives positive recognition locally, regionally and beyond,” said the document.
Maple Ridge has attracted headlines this year for complaints about inadequate ambulance coverage, lengthy wait times for paramedics and protests that prompted the B.C. government to cancel plans in March to turn the Quality Inn on Lougheed Highway into a homeless shelter.
The rural and suburban community’s population has doubled to 82,000 in the last 20 years and it estimates it will grow to 118,000 by 2041. Maple Ridge wants to hire a consultant who can submit a draft report by July 25 to council and a final report by August 12.
The municipality is hoping to market itself as a destination for young families seeking affordable housing, and the document acknowledges the roles of the Pitt River Bridge, Golden Ears Bridge and West Coast Express. The train, however, “does not meet the need of our citizens given the community’s growth.”
“Maple Ridge is facing challenges which limit its ability to achieve its aspirations,” the document says. “While development will continue, fundamental services such as supported housing, transportation and education are underfunded and will lag behind development until there is stronger brand equity.
“Maple Ridge can offer an opportunity to the region by providing land for affordable market housing and employment opportunities, but this may not be recognized by the Metro Vancouver development industry.”
